9 Ways to Use the “Be Everywhere Effect” to Maximize Your Brand Exposure and Link Acquisition

The “Be everywhere” effect is the perfect tactic that small to medium-sized business can use to outwit their larger competitors. It’s the subtle art of appearing larger than your organization actually is. However, it allows your brand to improve its recall and perceived value to attract more traffic, leads, sales and links.

To achieve this, companies need to work smarter, not harder. Use the following tactics along with this small business checklist to generate more inbound links and an improvement in your business’s brand awareness.

Publish posts on your own website

The first action that you should take is publishing posts on your own website. You will already have an audience that you can promote to, whether it is 100 followers on social media or the people within your organization, the posts that you publish will help to expand your brand awareness as an author, as well as the product or service that you are promoting. You can see a great example from Crazy Vegan Kitchen here.
The easiest way to start doing this is by publishing regular blogs and forwarding the publications to your audience in newsletters or email broadcasts.

Publish guest blog posts on the most popular and relevant sites in your industry

You want to get yourself featured on other websites that have an established audience that is relevant to the product, service or value incentive that you are offering. Doing a guest blog post in the right way can trigger hundreds or even thousands of new visitors to your website, resulting in more subscribers and sales for your site.

One of the great examples in the SEO industry is the guest post contribution on Moz by Matthew Barby. Even though the post was published several years ago, the post ranks on Google and continues to get traffic, whilst branding Matthew as an SEO expert.

Publish an eBook or a small book

This is one of the most effective ways to create more exposure and link acquisition opportunities for your business. It involves a bit more work, but publishing a short ebook of at least 8000 words is enough to establish yourself as a credible author in your niche. The ebook only needs to cover a specific topic that solves a problem in your industry.

The ebook can be used to network, attract subscribers, create PR opportunities and to generate inbound link opportunities.

Set up a retargeting campaign for people that have visited your web content

You want to trigger brand recall with people that visited or viewed your published content. You can set up a retargeting campaign with display ads, search marketing ads, video ads, and social media ads to make them become more familiar with your personal and company brand.

Publish videos on YouTube

One of the quickest ways to gain exposure is by publishing videos on YouTube. YouTube is one of the biggest website platforms on the planet and has millions of users browsing the platform every day. By publishing useful videos for your targeted audience, you can gain more brand exposure, inbound traffic and increased inbound link opportunities.

Conduct research to find out what are the relevant video topics in your industry that gain views and subscribers. Make a list of those topics and then create a strategy to develop those videos as a part of your YouTube content marketing strategy.
The videos don’t have to be complicated. They just need to deliver value for the target audience.

A simple video could yield thousands or even millions of views, as well as an influx of traffic.

There’s a good case study here from one website that had their video go viral. It also shows the amount of inbound traffic the site received as a result of viewing the video.

Participate in interviews

Find opportunities to participate in interviews on YouTube channels, blog post interviews and even podcast interviews. This will expose to an entirely new audience and can easily add credibility and klout to your brand.

There are several platforms that are always on the lookout for guests. You simply need to compile a list of those platforms that are looking for experts to interview and then approach them with a pitch to appear on their show.

Curate and share relevant posts on social media

As simple as this sounds, it can yield results over the long-term. Build a loyal following by sharing content from your own platform, as well as other relevant and useful information from other specialists in your field. They will start to take notice of you sharing their content and they may even do the same.

Contribute to Q & A

You can easily contribute answers on Q&A sites that’s relevant to your industry. You can use Google to do a query search on frequently asked questions in your industry. Once you create a list of those questions, you can answer them thoroughly.

Don’t just try to answer any question. Be strategic and try to find those questions that gain a lot of web traffic. If they are on sites like Quora, see how many views the answer has received and also how many replies have been published. You might find some questions that are in need of a reply, but have gained several hundreds of views already.

It’s also possible to generate inbound lead enquiries or sales as a result of the answers that you provide, as you demonstrate value, which improves your perceived credibility.

How many publications do I need to create the “Be everywhere effect”?

This will differ from industry to industry, but it’s likely that you will need to get between 100-200 features on the most prominent platforms in your industry. This will allow people visiting those sites to continually be shown your brand, which will improve the brand recall for both your personal and organization’s brand.

Utilizing the “Be Everywhere effect” in your organization’s promotional strategy can yield great exposure opportunities and attract natural links to the site. When implemented well, it will continue to boost the organization’s brand perception and value ongoing.

Author Bio:Nathan Elly is the branch manager for the digital marketing agency, Digital Next. A savvy SEO expert based in the heart of Melbourne, Victoria, you can find him enjoying the local eateries and playing football with his teammates outside of the office.

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